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Varejo 2010 indo ao encontro do consumidor inteligente
- 2. IBV pesquisou 33,087 consumidores em 6
países em segmentos distintos para entender
suas características de hoje
Markets surveyed Segments surveyed Ages surveyed
United States n=13,960 Department stores n=5,143 Generation Z (15–19) n=1,344
Canada Discount, dollar
n= 3,998 Generation Y (20–30) n=7,161
or club stores n=4,680
United Kingdom n= 5,508 Specialty apparel stores n=4,833 Generation X (31–43) n=8,817
China n= 3,011 Pharmacy & Health
and Beauty aid (HBA) n=4,771 Generation
Brazil n= 3,011 Jones (44–55) n=7,215
Grocery n=8,016
India n= 2,599 Home Merchandise* n=4,644 Baby Boomers (56+) n=7,550
*Note: ‘Home Merchandise’ refers to stores in which one shops for TVs, games, appliances, hardware, home décor and/or home furnishings;
Source: IBM Institute for Business Value Analysis Retail 2010, n=32,087; http://en.wikipedia.org/wiki/Baby_boomers;
http://en.wikipedia.org/wiki/Generation_Jones; http://www.jour.unr.edu/outpost/specials/genx.overvw1.html;
http://en.wikipedia.org/wiki/Generation_Y; http://en.wikipedia.org/wiki/Generation_Z;
2 © 2010 IBM Corporation
- 3. IBV pesquisou 3,011 consumidores brasileiros em
segmentos para entender suas características de
hoje
Segments surveyed Ages surveyed
Department stores n=503 Generation Z (15–19) n=175
Discount, dollar or wholesale stores n=502 Generation Y (20–30) n=1,196
Specialty apparel stores n=502
Generation X (31–43) n=1,028
Drug / Health & Beauty aid stores n=501
Grocery n=501 Generation Jones (44–55) n=512
Home Merchandise* n=502 Baby Boomers (56+) n=100
Notes: *‘Home Merchandise’ refers to stores in which one shops for TVs, games, appliances, hardware, home décor
and/or home furnishings
Source: IBM Institute for Business Value Analysis Retail 2010, n=3,011; http://en.wikipedia.org/wiki/Baby_boomers;
http://en.wikipedia.org/wiki/Generation_Jones; http://www.jour.unr.edu/outpost/specials/genx.overvw1.html;
http://en.wikipedia.org/wiki/Generation_Y; http://en.wikipedia.org/wiki/Generation_Z
3 © 2010 IBM Corporation
- 4. Hoje, mais de 50% da população mundial
vive em áreas urbanas
100%
75%
3.3 3.4 3.5
2.4 2.7 3.0
1.8 2.0
50% Rural
Urbana
25% 2.9 3.5 4.2
1.0 1.3 1.7 2.3
0.7
1950 1960 1970 1980 1990 2000 2010F 2020F
Em 2008, população urbana > população rural
Algumas cidades maiores que alguns países
Em 2020, 16 cidades com mais de 20 milhões de pessoas
A maioria delas em países emergentes
Source: IBM Institute for Business Value analysis, UN World Population Prospects: The 2007 Revision Population Database; “Wealth Gap Creating a Social Time Bomb,”
10/23/08, Guardian newspaper UK; “Burgeoning bourgeoisie.” The Economist, February 14, 2009
4 © 2010 IBM Corporation
- 5. A demografia do consumo em 2020
Novo mercado - 5.5 bilhões de pessoas responsáveis
por 57% do consumo mundial
5
5 9/23/2010 © 2010 IBM Corporation
- 6. Nos mercados em desenvolvimento, a
face do varejista está mudando
rapidamente
Open Space Glass Windows
No Utilities On the Mains
Cash in a Tin Cash in a Till
Stock Protected Stock on a Shelf
Owner at the Door Till at the Door
Owner serves Self Service
6 © 2010 IBM Corporation
- 7. A tecnologia mudou a forma como
consumidores interagem, obtem informação
e compram produtos e serviços
22% da população (1.46
O número de telefones
bilhões pessoas), on-line
celulares é 9 vezes
e o número irá subir para
maior que o número de
2.2 bilhões em 2013
carros nos mercados
emergentes
Apenas os americanos
acessam:
1,000,000,000,000 web pages
65,000 iPhone apps 63% dos adultos pesquisam
10,500 estações de rádio em redes sociais, e 47%
5,500 revistas das vezes são influenciados
200+ canais de TV a cabo pelo que leem
Source: Internetworldstats.com; Strategy Analytics; Informa; Teleco, social networks - www.marketingcharts.com, Sept 22, 2008 Markettools), Americans acces: www.creativethinking.com, June,
2009
7
7 9/23/2010 © 2010 IBM Corporation
- 8. Consumidores mais informados,
mais demandantes e com mais poder
Immersive
Mobile
Web
Store POS
Source: IBM Global Retail Industry
8 © 2010 IBM Corporation
- 9. Conclusão: Os clientes hoje
estão mais inteligentes
+ +
Instrumentados Interconectados Mais
demandantes
e com altas
expectativas
9 © 2010 IBM Corporation
9/23/2010
- 11. Consumidores tem um alto nível de conforto
com algumas tecnologias, e este conforto
continua a aumentar com tecnologias
emergentes
Consumers choice of alternative methods*
Website 75%
Alternative technologies
Kiosk in store 48%
TV (use of remote to
32%
make purchases)
Mobile phone 20%
None 7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
% selected of technologies
*Note: Respondents selected ‘all that apply’
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
11 © 2010 IBM Corporation
- 12. Cada geração mostra um mais alto nível de
conforto em realizar compras com alguma das
4 tecnologias
Generation Y is Generations Y, X
the most willing to and Jones are the
use websites most willing to use
kiosks
Generations Z Generation Z is
and Baby the most willing
Boomers are to use mobile
the most willing phones
to use TVs to
shop and make
purchases
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
12 © 2010 IBM Corporation
- 13. 93% dos consumidores entrevistados estão
abertos a utilizar alguma tecnologia em seu
processo de compras
Number of Instrumented Consumers
100%
93%
80% Technologies that
consumers are willing to
50% use to shop and to make
INSTRUMENTED = purchases:
60% 2 or more technologies
• Website
• Kiosk in store
40%
• Mobile phone
• TV
1 technology
20% 43%
7%
0%
No technology One or more technology
50% of consumers surveyed said they are
willing to use two or more technologies for
shopping and making purchases.
*Note: Respondents selected ‘all that apply’
Source:IBM Institute for Business Value Analysis, Retail 2010, n=3011
13 © 2010 IBM Corporation
- 15. Consumidores familiarizados com internet
utilizam websites para compararem preços,
serviços, promoções, e social networking
Website activities
Percent ‘Yes’ selected for activity
120%
100% 96%
88%
84%
77% 75%
80%
60% 56%
43% 40% 37%
40%
20%
0%
Compare Access live Schedule Access and Access Write or read Import your Schedule Shop live with
l
he mer e
ork ur
or un na
plo sto ing
s
ev ad
sto liv
co int e nd
iew
etw yo
prices customer help product print digital personal product social network appointments your social
ren end ial
inf co so
ice e
od le
uc r re
Sc ces s’
em in- eet
pr par
pr ss a
cu ess
deliveries coupons account reviews product network
ye re
pr edu
pr rks r soc
l n ith
n
ac per
ma t
liv uct
-
es
s
tio
od ite o
s
m
es
information preferences
lp
tr
w
on
m
c
eri
ss
wi dule
ce
h
from this
efe fri
so live
Ac
Co
Sc
Wr
up
tw you
ce
Ac
retailer
cia
th
he
Ac
op
de
pr
w
Sh
o
Vie
ne
Source: IBM Institute for Business Value Analysis, Retail 2010; population who selected website technology, n=2263
15 © 2010 IBM Corporation
- 16. Consumidores estão dispostos a utilizar
quiosques preferencialmente para rever
características de produtos, comprar e obter
informação sobre como utilizar os produtos
Percent “Yes’ selected for activity
100%
87%
Kiosk activities
78%
80% 75%
71%
58%
60%
40%
24%
20%
0%
Review product Purchase items Obtain product Purchase ancillary Email product Post products on
features information/ products information to your social network
instructions yourself or friend account
Source: IBM Institute for Business Value Analysis, Retail 2010, population who selected kiosk technology, n=1442
16 © 2010 IBM Corporation
- 17. Para os que desejam utilizam seus
telefones celulares para comprar, 77%
estariam dispostos a comprar utilizando SMS
Prive Button Front Cardigan Dark Gray
Text and buy it
Text GDC to 467467
Yes 77%
Maybe 20%
No 3%
0% 20% 40% 60% 80% 100%
Percent selected
Source: IBM Institute for Business Value Analysis, Retail 2010, population who selected mobile phone technology, n=596
17 © 2010 IBM Corporation
- 18. 83% dos consumidores estariam dispostos
a ajudar no processo criativo – variedade de
produtos, disposição da loja e idéias de novos
serviços
Likelihood to co-create
Very likely 65%
83% =‘Likely to co-create’
Somewhat likely 18%
Likelihood
Neither likely nor
13%
unlikely
Somewhat unlikely 2%
Very unlikely 3%
0% 20% 40% 60% 80% 100%
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011 Percent selected
18 © 2010 IBM Corporation
- 19. 68% dos consumidores estariam dispostos
a seguir varejistas nas redes sociais
How likely are you to ‘follow’ a retailer on a social network,
such as Facebook or Twitter?
Very likely 40%
= 68% are ‘Likely to follow a retailer’
Somewhat likely 28%
Likelihood
Neither likely nor
15%
unlikely
Somewhat unlikely 6%
Very unlikely 11%
0% 20% 40% 60% 80% 100%
Percent selected
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3,011
19 © 2010 IBM Corporation
- 20. … porém existe um motivo para isto:
amostras grátis
Most important reasons for ‘following’ a retailer
Rank Reason
1 Being able to trial new products (free samples)
2 Receiving preferred consumer status*
3 Influencing product development or changes
4 Interacting with other consumers
5 Providing feedback to retailer on customer service or store experience
6 Learn new industry trends
7 Sharing feedback and reviews with people in my social network
Note: *’preferred status’ referred to things such as access to special promotions or advance sales notices
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3,011
20 © 2010 IBM Corporation
- 22. Foram analisadas relações entre o que
consumidores acreditam ser o mais importante e
quais áreas os varejistas mais precisam melhorar
Produtos
Conveniência
Experiência na Loja
Preços/ Promoções
Responsabilidade Social
Serviço de Atendimento ao Cliente
Source: IBM Institute for Business Value Analysis, Retail 2010
22 © 2010 IBM Corporation
- 23. Prioridades dos consumidores são
Preços & Promoções e Produtos
Intelligent Consumers’ Priorities
125
Both importance and
Low Importance/ High Importance/
improvement scores
High Improvement High Improvement
Impact score - Improvement
are ≥ 100
Products
Convenience
100 Store Experience
Price/ Promotion
Low Importance/ High Importance/ Social Responsibility
Low Improvement Low Improvement Customer Service
75
75 75 100 125
Impact Score - Importance
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
23 © 2010 IBM Corporation
- 24. A boa notícia: consumidores estão prontos
para recompensar os varejistas que fazem a
coisa certa - comprando mais
Likelihood to spend more with retailer if Each generation had 60% or more of
improvements are made consumers state they would likely
reward retailers for their improvements
Yes 71% – The percentage is greatest for
Generation X (73%), Generation Y
(72%) and Generation Z (71%)
No 15%
By segment, consumers shopping
within Discount, dollar, wholesale stores
(75%) are most likely to spend more with
their retailer if improvements are made
Not sure 14%
– The percentage is 60% or above
for all segments
0% 10% 20% 30% 40% 50% 60% 70% 80%
Percent selected
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3011
24 © 2010 IBM Corporation
- 25. As ações dos consumidores são definidas
pela experiência acumulada e direciona seu
comportamento fututo
Consumer Attitude
Antagonists Apathetics Advocates
An Advocate is defined by three criteria
A willingness to recommend one’s
Likelihood to Recommend
primary retailer to friends and family
AND
A willingness to increase one’s purchases
if one’s primary retailer expanded its
Purchase Intent
assortment and offered products currently
found only at other stores
AND
A willingness to stay with one’s primary
Staying Rate retailer, even if other retailers begin
offering competitive products or services
25 © 2010 IBM Corporation
- 26. 39% dos consumidores no Brasil advogam
a favor do seu varejista principal
Advocacy defined: the three requirements for advocacy
Apathetics &
Antagonists
US (41%), UK (32%),
Canada (31%), India
(22%) and China
(10%)
Advocates
Advocacy =
Likelihood to
Recommend + Purchase
Intent + Staying Rate = 39%
Advocacy in Brazil has increased by 5
percentage points since last year.
Source: IBM Institute for Business Value Analysis, Retail 2010, n=3,011
26 © 2010 IBM Corporation
- 27. Principais motivos pelos quais os
consumidores trocam de varejistas
US, UK, Canada and Brazil India consumers shift because
consumers shift because the ‘the products I want are not always available’
‘store has lower prices or good
sale prices’ China consumers shift because ‘the product
selection was better because I could find the
products/brands that meet my preferences’
Source: IBM Institute for Business Value, Retail 2010; U.S. n=13,960, Canada n=3998, UK = 5508 India n=2599, China n=3011, Brazil n-3011,
Note* Respondents had an option to selefct ‘prefer not to answer” US household income n=13,265, Canada n-3792, UK n-5237, india n=2473, china n=2910, Brazil n=2776
27 © 2010 IBM Corporation
- 28. Conclusão: Oportunidade para os
varejistas pensarem e agirem de uma
nova maneira
+ + =
Fornecerem Desenvolverem Construirem
uma melhor merchandising e operações
e mais uma cadeia mais
inteligente logística e de inteligentes
experiência abastecimento
na compra mais inteligente
28 © 2010 IBM Corporation
- 29. Para sobrevevir neste ambiente
competitivo, o varejo inteligente precisa
otimizar 3 áreas:
MERCHANDISING
e SUPPLY CHAIN
EXPERIÊNCIA
DA COMPRA
RETAIL
OPERAÇÕES
29 © 2010 IBM Corporation
- 30. A próxima geração do varejo :
“Customer Centric & Smarter”
Mobile manager Application and data
and POS devices integration
infrastructure
Digital Mobile inventory
Video management
Security devices
Electronic Employee
signs kiosks
Customer Asset
kiosks monitoring
system
Personal Wireless
shopper Networks
devices
Consumer Digital
Mobile Devices multimedia
displays
Consumer Unattended
30
loyalty ID retailing © 2010 IBM Corporation
technologies
- 31. Nova Fronteira em CRM :
Análise Preditiva
Captura Preditividade Ação
Data Collection delivers an Predictive capabilities bring repeatability to Unique deployment technologies and
accurate view of customer ongoing decision making, and drive confidence methodologies maximize the impact of
attitudes and opinions in your results and decisions analytics in your operation
Text
Mining
Data
Mining
Statistics …
Data Deployment
Collection Platform Technologies
Pre-built Content
Attract Up-sell Retain
…
31 © 2010 IBM Corporation
- 32. Download da pesquisa completa:
http://www-935.ibm.com/services/us/gbs/bus/html/ibv-the-smarter-consumer.html
32 © 2010 IBM Corporation
- 33. Conclusão do Estudo: Indo ao
Encontro do Consumidor
Inteligente
All consumers will expect ubiquitous access to the information, products and
services they want. And those retailers that deliver what they demand will
thrive. Smarter consumers will thus produce smarter retailers,retailers that
are better equipped to win a bigger share of the minds, hearts and wallets of
the consumers they delight.
33 © 2010 IBM Corporation
- 34. Mario Faria
• Partner, IBM: mario.faria@br.ibm.com
• Professor at BSP
• Founder of the Digital Mad Men
fariamario@hotmail.com
www.slideshare.com/fariamario
Twitter: mariofaria
Brasil – São Paulo
+55 11 9783-5294
34 © 2010 IBM Corporation
